Landing pages are one of the most important aspects of a digital marketing campaign. They are one of the biggest drivers of conversion. The benchmark for the perfect conversion rate stands at 10% while landing pages have an average conversion of 9.7% across all industries.
Landing pages help businesses convince potential clients to take a look at their offerings and see if they are relevant to their needs.
This blog will go over the anatomy of a perfect landing page and how small businesses can use them to better their business.
What is a landing page?
A landing page is a single web page on your website that visitors see when they click an ad, banner, or email link. The sole purpose of this page is to convert the visitor into a lead by encouraging them to either buy your product or service or fill out their contact information in exchange for more information about it.
Types of landing pages
There are several types of landing pages:
- Squeeze landing pages
- Lead capture landing pages
- Sales landing pages
- Video Landing Page
- Product Details Page
- Long-Form Landing Page
- Click-Through Landing Page
What makes a good landing page?
The landing page needs to be relevant and informative to have a qualified lead. There are three key components of a good landing page:
1) A strong headline that will entice visitors to take action
2) High-quality images and an overall user-friendly design
3) Well written text that is informative and easy to understand
Who needs landing pages?
A landing page is a fantastic way for various startups and businesses to market their products or services. Different businesses can use landing pages to gain traffic, leads and sales.
Some ways landing pages can be used are:
- Increasing brand awareness through calls to action
- Driving traffic to a website
- Converting visitors into subscribers for email lists
- Helping with search engine optimization by gaining high-quality links back to your site
- Creating an interactive experience that encourages social sharing.
- To share new product launches or sales
- Announce discounts and promotions
- To learn more about your users
- To gain social media exposure
What color should a landing page be?
The colors of a landing page have been the subject of much debate over the years.
To reap the most conversions, it’s best to stick to a limited color palette that is in line with your brand. Colors can help create excitement and appeal but sticking to a set color scheme will be more effective in driving sales or gaining subscribers.
Anatomy of a landing page
To have a successful landing page, it’s important to remember that design and user experience plays a key role in whether or not the visitor will convert.
From headlines to footers, here’s an overview of what you need on a perfect landing page:
Catchy headlines
According to experts, “The ideal length for a headline is six words.”
This allows visitors to grasp what’s in store quickly and encourages them to click through. Using long and complicated headlines can be counter-productive and turn potential leads away.
Since your headline is meant to entice visitors, make sure it is relevant to your target market. If you’re in the fitness industry, a headline such as “Get Fit in 30 Days” would be more appealing than a generic one such as “Are You Ready To Get In Shape?”
A hero image or video
This is a single image or video at the top of the page that serves as an introduction and also acts as an incentive for visitors to keep reading.
Using large, high-resolution images and videos will increase user engagement and conversion rates. If you’re low on graphic design skills, try using free stock photos such as those available on Pixabay.
Text-based content
If you’re launching a sales page, it’s important to have text-based content that explains the benefits of the product or service being sold.
Including bullet points will help break down your information into easily digestible chunks and keep readers from getting bored or overwhelmed with too much text.
Social proof
Social proof is a powerful marketing tool that can be used on landing pages. It’s a way of showing social validation for a product or service and can include reviews, testimonials, and case studies.
“Social proof” is what happens when the opinions of others guide people. If other people have taken an action, it increases the chance that they will do the same.
Unique selling proposition (USP)
The USP is a simple sentence that can be inserted into your copy that concisely explains why the product or service being offered is unique.
You could say something like “We sell products at affordable prices” or “We guarantee fast delivery on all orders”.
This should be near the top of your landing page for early adopters to see. Having a USP that resonates with your target audience will help you gain their trust and convince them to convert.
Clear and concise Ad copy
The ad copy is what appears in the header of your landing page. It should be short and sweet so that new visitors will understand what’s being promoted.
Using information about price, promotions or discounts can help sway people who are on the fence about buying into making a purchase.
The Benefits
Ensure you include the features and benefits of your product or service in your ad copy so that people remain engaged. The features are what the product or service can do while the benefits are how they will benefit from it.
For example, your ad copy would say, “Our product has high-quality stitching and an ergonomic design for comfort,” while the benefit would be “so you can use our product every day without any pain.”
However, start with the benefits first and move on to the features. The information should be laid out in a logical and reader-friendly format so that visitors can quickly scan it and make decisions.
Standout Call to Action (CTA)
The CTA is arguably the most important element on a landing page because it encourages visitors to take action.
Having enticing copy such as “click here” or “start now” will encourage users to click.
You should also use specific language like “get your free trial today!” if you’re selling a product. This will motivate visitors to get on board.
A Clear and Compelling Offer
This goes hand-in-hand with the USP because you want to show why your product or service is worth buying into. If you’re selling a subscription package, it should be easy for visitors to understand what they’re getting in return.
One way of doing this can be by including some sort of free trial period if possible. This is an effective marketing tactic because it lowers the risk of signing up for a service, thus increasing the chances that someone will convert.
A Robust Footer
Your footer should include contact information such as your business address and phone number along with additional links to social media accounts like Twitter and Facebook.
Having a simple link to your privacy policy can also help reassure visitors that their information is safe and secure on your site. It should be placed below any other links or CTAs to keep it from distracting users who want to answer the call of duty and buy something right away.
If you’re running an ecommerce business, having a well-designed landing page can help increase conversions and sales. The layout should be simple, intuitive, and easy to navigate for readers to go from the top of the page all the way down to your footer without any trouble.
Wrap up
The anatomy of a perfect landing page is more than just copy and images. You want all your elements to work together in harmony to ensure that readers keep scrolling down and stay engaged with your site.
We hope you’re inspired to revamp any old landing pages or add new ones with our tips and tricks.